This research proposal examines the influence of brand management on social media engagement, focusing on Novotel Wollongong North Beach as a case study. The study investigates how brand management impacts consumer engagement on social media platforms like Facebook and Instagram. The research employs an exploratory design using thematic analysis and a case study method to collect secondary data from academic journals, articles, and web sources. The objectives include examining how social media can boost customer favorability, evaluating the impact of social media on brand uniqueness, identifying brand strategies to enhance social media engagement, determining the relationship between brand image and social media, and assessing social media's influence on Novotel's performance. The literature review highlights the importance of brand management in developing brand equity, which in turn increases social media engagement. The proposal outlines the research methodology, including the statement of the problem, objectives, problem definition, research design, and limitations. The findings aim to provide insights into strategies to improve Novotel's brand management and social media engagement, addressing the current challenges of lower social media traction compared to competitors. The report concludes with an executive summary, literature review, research methodology, data analysis, and conclusion.
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